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A Quick Guide to Effective Google Adwords Campaign Management


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This presentation discusses tips and tricks for effective Google Adwords Campaign management.

Published in: Education, Technology, Business

A Quick Guide to Effective Google Adwords Campaign Management

  1. 1. six essential steps to cut costs and increase CTR<br />A Quick Guide to Effective Google Adwords Campaign<br />
  2. 2. Research your keywords<br />There is no substitute to detailed keyword research<br />Get more keywords than you think you need<br />Differentiate between research and buy keywords in your market<br />
  3. 3. Logical organization of Campaigns & Groups<br />Campaigns contain Ad Groups which contain your keywords<br />Groups clustered in very tight matches between phrases and ads<br />If a keyword does not sit well, create a new Ad Group<br />Any further difference and that means a new Campaign<br />Ad for “Coffee Machine” keywords has “Coffee Machine” in the headline<br />
  4. 4. Specific Landing Pages<br />Take visitors to highly specifically optimized landing pages, usually not your home page<br /> and not<br />
  5. 5. Rotate & Test ads<br />Create two ads, always run two ads<br />Always split test these ads<br />Create a control ad and test if it works against your second ad<br />Pick the winner (CTR & Conversion) and create another test ad<br />Change one thing at a time and wait till at least 30 clicks before choosing winner<br />
  6. 6. Win through ctr not high bids<br />You can easily divide prescribed bid rates by two to start bidding. <br />Check for performance and ad position. Change bid conservatively if required<br />Delete non-converting keywords and cut your costs by 40%<br />
  7. 7. Learn how Google adwords auction works<br /><br />The key point is that Quality Score is made up of three components:<br />Click Through Rate (CTR)<br />Relevancy of the Ad to the User Searched Keyword<br />Landing Page Quality<br />
  8. 8. Bonus: Quality score is essential<br />An ad is only useful to the user if the landing page it leads to helps them find what they are looking for. A hight quality landing page should:<br />have relevant, original content<br />be easily navigable<br />have quick load time<br />minimum (none, if you ask me) popups or popunders<br />be transparent about the nature of the business<br />privacy policy<br />
  9. 9. My experience<br />Overall Campaign Click Through Rate of 10.91%<br />Takes some careful planning, practice and creativity in testing ads<br />Using Conversion Tracking helps me analyze my campaign from the click to the conversion. Set it up at the start of the campaign.<br />Using Website Optimizer helps me tune landing page performance. Test, test, test…<br />